I've covered interactive advertising for Advertising Age during the dot-com boom and then marketing for Business 2.0, served as contributing editor at Chief Executive magazine, and was editor-in-chief of Sales & Marketing Management magazine before joining Ad Age again, where I most recently served as editor of CMO Strategy. Now at Forbes as CMO Network editor, I'm thrilled to be overseeing content for that most dynamic, creative and arguably challenged executive in the C-suite, the CMO. Marketing's humanity and psychology is what's most alluring to me. In fact, I plan to devote much time and attention to the people and personalities behind the wins, the campaigns, the agencies, the partnerships, the stunts, the experiments, the screw-ups, the near-misses and the happy accidents that define marketing and advertising in the era of mobility, Facebook, DVRs, Empire Avenue and clouds. So tell me your stories.

Video: Piaggio Aero's John Bingham On Creating A Marketing Culture

Imagine never having had to market your brand. Imagine not having a true marketing organization. Now imagine having to start all of that from scratch. That’s what Piaggio Aero CEO and CMO John Bingham had to do, and he details his experience and lessons learned in an interview at the recent 8th Annual Forbes CMO Summit.

The aircraft manufacturer used to “have a following of clients who would line up” to buy its planes–then the aviation marketing changed. And so it became necessary for the company to actually begin marketing its brand and work to build customer engagement. More than that, it had to define the brand and create advertising for the first time.

In the video below, Bingham candidly shares how the company “stripped everything back” and focused on four core values–speed, operating cost, generous cabin space and serenity of the flight experience.

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